OUR MISSION
Introducing a way of life inspired by Japanese culture.
tefutefu’s aesthetic pursuit is found in Japanese culture, which at its core, is deeply interrelated with the concept of living in harmony with nature. This profound connection with nature has shaped the country’s unique aesthetic and culture.
By rediscovering the know-how shared and passed down through generations in Japanese traditions, craftsmanship, and ways of living, we can learn how to engage with our mind, body, and sensibilities.
tefutefu aspires to authentic and mindful living by exploring the essence of beauty in Japanese culture.
Our name “tefutefu” means “butterfly” in old Japanese. We aim to transcend time and borders with lightness and grace like our namesake.
OUR MISSION
Introducing a way of life inspired by Japanese culture.
tefutefu’s aesthetic pursuit is found in Japanese culture, which at its core, is deeply interrelated with the concept of living in harmony with nature. This profound connection with nature has shaped the country’s unique aesthetic and culture, offering timeless wisdom that speaks to our modern lives.
By rediscovering the know-how shared and passed down through generations in Japanese traditions, craftsmanship, and ways of living, we can learn how to engage with our mind, body, and sensibilities.
tefutefu aspires to authentic and mindful living by exploring the essence of beauty in Japanese culture.
Our name “tefutefu” means “butterfly” in old Japanese. We aim to transcend time and borders with lightness and grace like our namesake.
Message from
our creative director
Welcome to tefutefu, my labor of love.
As a model, I’ve often had to think about “beauty”. I had the epiphany that beauty isn’t just superficial; there’s a more substantial sense of it in the essence of things that deeply interweaves into our lives. Through my job, I’ve had the privilege to discover this kind of beauty in the handicrafts I’ve experienced firsthand on my travels around the world. tefutefu was born of my desire to share with the world Japan’s own richness and abundance in meticulous craftsmanship, natural materials, and the unique wisdom and knowhow that has been passed down for generations, through a contemporary lens. As my life’s work, I hope to push Japanese artisanship further into the spotlight to create a butterfly effect in the world.
Hikari Mori
PROFILE
Hikari Mori
Born in 1992 in Tokyo. In addition to serving as a brand ambassador for Shiseido and Bulgari, she has appeared in major domestic and international magazines and campaigns, participated in global events such as the Met Gala, and taken part in leading fashion weeks in Paris, Milan, and New York. She is also the co-founder of tefutefu Inc., a company dedicated to sharing Japanese traditional culture with the world, and serves as an ambassador for the NGO Plan International Japan. She received the Bulgari Aurora Award and Figaro Japon BWA Award in 2022, and was selected for Forbes JAPAN CULTURE-PRENEURS in 2024.
